The NAI Code of Conduct

The NAI Code of Conduct

The NAI Code of Conduct is a set of self-regulatory principles that require NAI member companies to provide notice and choice with respect to Interest-Based Advertising. The Code also limits the types of data that member companies can use for advertising purposes and imposes a host of substantive restrictions on member companies' collection, use, and transfer of data used for Interest-Based Advertising. 

The NAI mandates that member companies provide users a means to opt out of Interest-Based Advertising. The NAI opt-out tool is a simple web-based utility that allows users to opt out of receiving targeted ads from one, some, or all member companies.

In addition to the requirements imposed by the NAI Code of Conduct, the NAI has also adopted certain policies, required of all members. You can read about the NAI's policies regarding health-related targeting here, and about the NAI's policies for transparency and control with respect to the technologies used for Interest-Based Advertising here.

To help ensure that members abide by the NAI Code, the NAI provides compliance and enforcement mechanisms. Find out more about our enforcement program here. To file a complaint about a member, click here.